Hannaford launches all-digital rewards program

More than 5,000 store-brand items qualify for the new My Hannaford Rewards program launching today. (COURTESY)

Michael Vail, president of Hannaford Supermarkets, said the new My Hannaford Rewards program is a way to thank its loyal customer base. (COURTESY)

Hannaford Supermarkets is launching a new loyalty program designed to move its brand into the 21st century and reward customers for their purchases.

“This is an all-digital program that is really taking advantage of the technology and where we are as a society,” said Hannaford President Michael Vail.

There are no keychain reward cards and no mailers sent home. Instead, the new My Hannaford Rewards is reinventing grocery store loyalty programs by rewarding customers for purchasing store-brand items while keeping the pricing flat.

Participating shoppers will earn a 2-percent reward on every store-brand item bought.

With about 5,200 private-brand items eligible for the rewards, Vail said the program will provide unique savings to loyal customers.

“We are hugely excited. We have spent the better part of five years developing this,” said Vail, adding it is the company’s largest information technology project.

The program is different from traditional supermarket loyalty programs because in-store prices remain the same for all customers whether they enroll in My Hannaford Rewards or not, explained company officials.

Starting today, the program is being launched in all 181 Hannaford stores across the northeast.

“People want savings and they want value, but they don’t want to have to work hard for it,” Vail said. “Customers are expecting retailers to have a stronger relationship with them and know them a bit better and offer them customized value that is important to them.”

Aside from the 2-percent reward, Vail said the program will offer personalized offers to consumers and enable the supermarket to thank its loyal customers for their patronage.

Participants will have the opportunity to redeem their rewards once a quarter, while benefiting from the other personalized coupon offers for national and regional products in the meantime.

Vail is hopeful that up to 85 percent of Hannaford’s customer base will enroll in the rewards program within two years.

“This is really being driven by customer expectations,” said Eric Blom, external communications manager for Hannaford Supermarkets. He said extensive consumer research was conducted with about 90 percent of the customers expressing interest in an all-digital loyalty program.

Users may earn rewards every time they shop by scanning their app or entering their phone number at the register.

To join, customers can download the app from iTunes or the Android App Store, register at Hannaford.com or visit any Hannaford store to sign up in person.

According to Blom, the rewards program was piloted in several stores around Burlington, Vt., and among associates, adding the results have been encouraging and exciting.

“This will make a real difference for our customers,” said Blom.

Vail echoed that sentiment, adding the program will help build on the company’s relationships with its shoppers.

Based in Scarborough, Maine, Hannaford Supermarkets has 181 stores and employs more than 26,000 workers.